Anthony Mandler On The State Of Music Videos

The top 5 most watched Youtube videos ever, are music videos. It’s safe to say that– while they may not have the kind of cable air time they once did when MTVMTV was in its prime – music videos still resonate with viewers on a different level than your average cat video. In today’s 24-hour-media-consuming world, it has become more difficult than ever to create a music video that has a lasting impact on the viewer. To be most effective the visuals must bring an added value to the music, and create a new experience unattainable when each medium stands alone.

I had the opportunity to speak with Anthony Mandler, a seasoned director with an impressive track record, in creating this unique (and increasingly hard to find) experience. Mandler has directed videos for the likes of Jay-Z, Eminem, Rihanna, Justin Bieber, The Killers, and others. Most recently he directed Lana Del Rey’s “National Anthem” followed by “Ride.” In both videos, his direction works to create a memorable and emotional experience, unlike most videos — or music videos — you will see on the internet.

According to Mandler, the music industry is in somewhat of a “renaissance period,” and it’s as important today as the early days of MTV. “The image [of an artist] is almost as important as the music in a way.” Just think of the dance moves of Beyonce and the outrageous outfits of Lady Gaga; without visually experiencing who these artists are, a substantial part of what makes them so special would be lost.

“Part of what is missing today are event videos.” We all remember Michael Jackon’s Scream (made for upward of $6 million) or Jay-Z Big Pimpin (made for roughly $2 million). It is videos like these that become timeless and memorable…People still love the event videos…but, the vast majority of videos today are underfunded” and it becomes tougher to execute unique ideas on a small budget. “70% of videos today don’t have enough money invested in production or start with a clever enough idea to do something unusual … and, therefore, slip into the sea of the average,” says Mandler.

So what does create a memorable video (especially today when the internet is flooded with new videos daily)?

One of Mandler’s key to achieving this level of impact is by enhancing the experience by bringing a cinematic feel to music videos He also looks deeply at the image the artist is trying to convey (i.e. who is Eminem vs. Marshall Mathers or who is Jay-Z vs. Sean Carter.) “How do we take that character and tell their story?” For Mandler, when a video starts to come together in the right way, ”…the lyrics and the music become the soundtrack of that story and those two elements [imagery and music] together become something like 1 plus 1 starting to equal 4.”

Mandler notes iconic directors of the 90′s, like Spike Jonze, Chris Cunningham, as some of his inspirations. “The video(s) became bigger than the band(s).” Radiohead’s groundbreaking and abstract visuals were a key component to their notoriety as success.

Mandler applies the same idea of “eventful” videos to his work today. Although “Ride” was an enormous success, “National Anthem” was unlike any video I have seen in a while. Voted Complex Magazines video of the year, “National Anthem,” is arguably one of Mandler’s most creative and controversial videos. When reflecting on this particular video with The Huffington Post, Lana Del Rey expressed, “Every so often, I top what I’ve done, and this video is definitely the most beautiful thing I’ve ever done.”

It portrays, rapper A$AP Rocky as JFK and singer Lana Del Rey as Jackie Kennedy and Marilyn Monroe. The film is mostly shot in home-video style of the early 60′s and ends with a re-enactment of the Zapruder film, which details Kennedy’s assignation. Mandler brings to life this epic tale through this extremely difficult task of recreating poignant moments of JFK’s personal life along with his assassination.

The goal, as Mandler explained, was to use the “Kennedy family as an analogy for the Camelot archetype.” He is telling an age-old story through the historic events surrounding Kennedy’s personal life. He said he wanted to “rewrite history without rewriting it, meaning telling [the story] from new perspectives, recreating it, in a distorted way.”

Its highly controversial themes not only touch on the JFK assassination, but also interracial issues and the loss of innocence, along with a strong sexual component.

Most videos today often have little, if any, thematic value, and more often than not, no narrative structure. What differentiates a video like National Anthem is that ithas a clear beginning, middle and end, which brings these themes to life.

Why “National Anthem” is so successful:

1. Narrative structure

2. Beautiful Aesthetics – Shot on a medium rarely used in the music video industry (8mm, 16mm, and 35mm)

3. Controversial themes with relevant social commentary

4. Big stars stepping into unorthodox roles.

This begs the question, how do you make something that lasts today: a video piece that is talked about and shared and debated about. Using “National Anthem,” and Mandler’s insight as a reference, it is clear that what holds a video together and what brings it to the next level is its story. Even if it not groundbreaking, people will be able to identify to it more-so if there is some kind of emotion that can be elicited from it. Aesthetics and cinematography compliment the theme and become the vessel in which the story is conveyed. The effects, costumes, and location fall into place, supporting the story.

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